Pata Tohara ("Get Circumcised") Novelty Items, Billboard

In 2011, the Tanzania Communication and Capacity Project, TCCP), along with JHPIEGO, designed a campaign to increase the rate of voluntary male medical circumcision (VMMC).

The project aimed at sharing the following messages about VMMC:

Relative advantage – why it is better than not beingvcircumcised

Compatibility – how VMMC fits with the lifestyles of each target audience, and is appropriate for both younger and older men

Complexity – that VMMC is easy and safe

TCCP developed a new “age-aware” communication strategy that divided the primary target audience into two groups: one for boys and young men aged 10-19 years, and another for men age 20-34.

The chosen creative concept focused on a call to action – Pata Tohara (“Get Circumcised”), and highlighted the key benefits found to be most appealing to target audience members: circumcision provides protection and enhances

cleanliness.

The attached signs, billboard, logo, and sticker were produced as part of the campaign.

This website is made possible by the generous support of the American People through the United States Agency for International Development (USAID) under the Health Communication Capacity Collaborative (HC3) Cooperative Agreement #AID-OAA-A-12-00058. On-going support is provided by Breakthrough ACTION with support from USAID's Bureau for Global Health, under Cooperative Agreement #AID-OAA-A-17-00017. Breakthrough ACTION is based at the Johns Hopkins Center for Communication Programs (CCP). The contents of this website are the sole responsibility of Breakthrough ACTION and do not necessarily reflect the views of USAID, the United States Government, or Johns Hopkins University.